NIVEA Soft

On-field and digital activation

NIVEA Soft

On-field and digital activation

NIVEA Soft - On-field and

digital activation

NIVEA Soft

On-field and digital activation

ROLE

Art Director & Concept Contributor  

Art Director &

Concept Contributor  

format

brand activation

brand

activation

SKILLS

art direction -

Cross-media Content Creation

art direction, digital Team Coordination,

Cross-media Content Creation

YEAR

SUMMER 2024

agency

ADVERTEAM

client

nivea

(Beiersdorf Group)

The challenge



Reconnect NIVEA Soft with Gen Z and strengthen emotional affinity.

Turn the idea of freshness into a mobile summer experience that could travel across Italy.

Our insight



For Gen Z freshness is a vibe not just a product claim.

The smooth and lightweight texture of NIVEA Soft mirrors the feel-good ritual of soft ice cream. Nostalgic, sensorial and joyful!

So we brought the product into culture on wheels!

Our insight



For Gen Z freshness is a vibe not just a product claim.

The smooth and lightweight texture of NIVEA Soft mirrors the feel-good ritual of soft ice cream. Nostalgic, sensorial and joyful!

So we brought the product into culture on wheels!

Our insight



For Gen Z freshness is a vibe not just a product claim.

The smooth and lightweight texture of NIVEA Soft mirrors the feel-good ritual of soft ice cream. Nostalgic, sensorial and joyful!

So we brought the product into culture on wheels!

The concept



We designed the "NIVEA Soft - Fresh Machine" as unique branded ice cream truck that combined product sampling, experiential design and music culture.


  • Branded ice-cream truck serving free soft-serve + NIVEA Soft minis.

  • 6 stops in iconic summer spots: Jesolo, Rimini, Bari, Ostuni, Valle d’Itria, Gallipoli.

  • Curated playlist and live DJ set in collaboration with Polifonic Festival.

  • Teasing drops, social coverage and an interactive on-site experience.

  • Main message and claim “Keep it Fresh with NIVEA Soft.”

The concept



We designed the "NIVEA Soft - Fresh Machine" as unique branded ice cream truck that combined product sampling, experiential design and music culture.


  • Branded ice-cream truck serving free soft-serve + NIVEA Soft minis.

  • 6 stops in iconic summer spots: Jesolo, Rimini, Bari, Ostuni, Valle d’Itria, Gallipoli.

  • Curated playlist and live DJ set in collaboration with Polifonic Festival.

  • Teasing drops, social coverage and an interactive on-site experience.

  • Main message and claim “Keep it Fresh with NIVEA Soft.”

The concept



We designed the "NIVEA Soft - Fresh Machine" as unique branded ice cream truck that combined product sampling, experiential design and music culture.


  • Branded ice-cream truck serving free soft-serve + NIVEA Soft minis.

  • 6 stops in iconic summer spots: Jesolo, Rimini, Bari, Ostuni, Valle d’Itria, Gallipoli.

  • Curated playlist and live DJ set in collaboration with Polifonic Festival.

  • Teasing drops, social coverage and an interactive on-site experience.

  • Main message and claim “Keep it Fresh with NIVEA Soft.”

Luca (👨🏼‍💻) in this project




Concept & Storytelling


  • Co-developed the core idea: skincare freshness and soft-serve texture.

  • Aligned the narrative with Gen Z visual and experiential expectations.



Art / Visual Direction


  • Defined truck aesthetics: color system, branding, surface graphics.

  • Supervised production of physical and digital assets.

  • Orchestrated on-site atmosphere to keep all touchpoints visually consistent.



Collaboration & Supervision


  • Worked with producers, graphic designers, the creative director and strategists.

  • Supported pre- and post-tour roll-out to maintain consistency across channels.

Results



  • 6 cities in 10 days.

  • Thousands of interactions and samples distributed (the largest sampling activity in NIVEA Soft’s history).

  • Strong social reach and UGC; standout presence at Polifonic Festival.

  • Brand perception reinforced as youthful, playful, fresh.

  • Second wave planned for September 2024 (Back-to-School).

Takeaway



Design and narrative can turn a daily skincare product into a shareable summer moment.


My role ensured the creative cohesion and visual integrity of a complex, mobile, multi-sensory activation.

Takeaway



Design and narrative can turn a daily skincare product into a shareable summer moment.

My role ensured the creative cohesion and visual integrity of a complex, mobile, multi-sensory activation.

Takeaway



Design and narrative can turn a daily skincare product into a shareable summer moment.

My role ensured the creative cohesion and visual integrity of a complex, mobile, multi-sensory activation.

Takeaway



Design and narrative can turn a daily skincare product into a shareable summer moment.

My role ensured the creative cohesion and visual integrity of a complex, mobile, multi-sensory activation.

luca sartorello

luca sartorello

luca sartorello

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